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How to Review Your Pinterest Metrics in 2021

February 2, 2021

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Do you remember way back in 2020 when everyone was complaining about the Pinterest metrics? Views had dropped, story pins weren’t being clicked on as often, and engagements on pins tanked. Social media blew up with complaints and tears. Some people stomped off and left the platform. “What a waste of time” was the common phrase heard among those who had abandoned Pinterest.

The Pinterest experts, VA’s, and other long haulers could be heard in unison saying, “Calm down”.  Ok, not in those words, but they were thinking it. Because honestly, it was the toddler tantrum heard round the world. And most everyone who understood the Pinterest universe knew to be patient and wait.

And wait we did.

waiting for Pinterest

Pinterest Metrics in 2021

In 2021, a new, updated version of Pinterest Metrics was introduced. This was much needed because most people were confused by the Pinterest data and how to best use it. Even those people who claimed their numbers had tanked probably didn’t bother to look a bit harder at metrics from Google. If they had, they might not have been in need of a time out. Still, Pinterest’s algorithms were frustrating and unclear.

So like an incoming blizzard, Pinterest introduced its new metrics.

But what exactly happened? What does it mean?

Here are the metrics that Pinterest updated and changed:

Pinterest Metrics & Ads

Pinterest wants the ad experience to be worthwhile, so they also changed the analytics across the board. Now ads and analytics jive with each other.

When it comes to ads, Pinterest used to evaluate the click-through rate only. But now they look at the negative and positive interactions with ads (if someone hides an ad or if someone clicks on an ad) and uses that to create a metric. Social Media Today addresses the new changes to ads and states,

“The end result, Pinterest says, is that this not only facilitates improvement in data tracking, but also in performance, with the new, weighted metrics leading to better results in ad relevance and engagement.”

You can read more about the CTR here.

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Analytics Updates

But let’s go back to the metrics and see what has changed.

    • Impressions
      Impressions used to count everything. It included your pins, other people’s pins…basically anything you saved to a board counted as an impression. Pins only needed to be viewed on the screen to be counted as an impression. The biggest change is that now impressions consist of your pins (from your claimed accounts) and your ads. No more clumping all of the pins you ever looked at together in one metric.
    • Engagements
      Engagements are now the total number of engagements on your Pins. This includes any time your pin is saved to a board, anytime someone clicks on one of your pins, anytime someone clicks on your pin and goes to a destination off of Pinterest (outbound clicks), and anytime a carousel pin is swiped.
    • Pin Clicks
      These used to be called, “Close Ups”. This metric includes the total number of clicks on your pin or ad to content that is on Pinterest or to a destination off of Pinterest. For instance, a pin click might look like someone clicking on your pin and then visiting your URL that leads to an email signup page.
    • Outbound Clicks
      Whenever someone takes an action that leads them off of Pinterest, this is called an outbound click. This used to be called “link clicks”.
    • Saves
      When your pins get saved to a board.
    • Monthly Views
      This used to be called “Monthly Viewers”. It is now the number of times your published Pins and Pins saved from your claimed domain or accounts were on screen in the last 30 days.
Pinterest Analytics
The Pinterest Metrics Reporting Using Filtering

How to Filter the Data

It’s best to use Analytics and filter your view. This shows important metrics that you can’t see without the filter. Here are the directions on how to do that from Pinterest:

  • Log in to Pinterest & click on the “Analytics” link at the top of the screen. Select “Overview”.
  • On the left side navigation, use the filter panel
    • Filter by date: Click the clock icon under Date range. Select the circle next to the date range you want to see, or select custom start and end dates from the calendar. The data will automatically update to reflect that timeframe.
    • Filter by view: Select Include saved content to view analytics for Pins you’ve saved from Pinterest or a website you do not own.
    • Filter by content type: Select All to view data from both, or specify a content type by selecting Organic or Paid and earned under Content types. If you want to see reporting data from your ads, go to your reporting dashboard. At the top of the chart and use the drop-down arrow next to Impressions or Split by to see organic and paid activity side by side.
    • Filter by claimed accounts: Select All to view data from all accounts or select one of your claimed accounts.
    • Filter by device: Select All to view data from all devices, or specify a device type by selecting Mobile, Desktop, or Tablet.
    • Filter by source: Select All to view data from both, select Your Pins to view Pins created or saved by you or Other Pins to view Pins created or saved by others on Pinterest that point to your claimed website or account.
    • Click Export in the top-right corner to export a snapshot of the selected data filters in a CSV file.

Audience Insights

If you hop on over to the Audience Insights (under the Analytics link), you can learn more about your audience. Sort by your total audience or your engaged audience. Press the small arrow next to where it says AFFINITY and you can sort by that metric, viewing what group has the highest interest in your content. If you click on the group, then you can see even more metrics.

In the image, I’ve filtered the data by those who engage with my content. It appears that those interested in education are the ones that find my content useful. Knowing this, I can create posts around educators or certain subjects if that works. Or I can simply use photos of classrooms or teacher-related themes for my pins. Obviously, my niche isn’t teaching or education, but I can add a little touch of it here and there to keep attracting my audience. Likewise, for other categories such as “home decor” or “art”, I could create pins or even content that speaks to those audiences.

audience analytics for Pinterest
Audience Insights

How to Use Pinterest Metrics

You can use this data to evaluate if your pins are doing well. For instance, if you notice that certain pins are getting a lot of engagements, then you can create similar content or new pins for the old content. If you notice a lot of pins getting clicked on and they all come from the same board, then create more content for that board. Or if you filter the data and learn that more people are accessing your pins mostly through mobile, you can optimize your content for mobile devices.

On the flip side, if you notice certain pins aren’t doing that great, analyze them. Is the design hard to read or unattractive? Is the title unappealing? What does the pin lead to? Try to reverse engineer why the pin might not be doing so great. But don’t spend too much time on “bad” pins. It’s part of the process of using Pinterest to realize that some pins are just not going to work.

Final Thoughts

Now that you understand Pinterest metrics better, keep an eye out. Pinterest isn’t going to stop changing the platform so the best attitude to have is one of embracing the changes. In marketing and social media, nothing is static. With changes in the platform, you can better understand your audience and your pin data

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About the Author

Pinterest graphic designer and digital strategist for business owners and change-makers who want to be seen and heard.

Michelle Buck

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